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Tour Intention by Mortality Salience: An Application of Terror Management Theory to Tourism Studies

Kwak, Jaehyun 1 Kyung Wan Hong 1

1계명대학교

Excellent Accredited

ABSTRACT

Based on TMT(terror management theory), the purpose of this study was to investigate the impact of mortality salience on travel intention and world-view defense. It was also to examine the moderating effects of travel intention and self-esteem as related to mortality salience and its dependent variables. This experiment on mortality salience and control was conducted using distal defense treatments to answer a series of research questions. A control group was also used for comparison. The results showed were as follows: 1) Mortality salience had a statistically significant relationship with travel intention. 2) The experimental group with mortality salience had a higher instant travel intention than the control group. 3) The control group with high self-esteem showed higher travel intention than the control group with low self-esteem. 4) Participants in the mortality salience condition were willing to spend more money on overseas travel. This study demonstrated that having a mortality-related image led participants to spend more on overseas travel, but not domestic travel. Findings are discussed in the context of consumer behavior.

Citation status

* References for papers published after 2022 are currently being built.